Which of the following is an example of cultural pollution?
A) gasoline shortages
B) congestion tolls
C) street signs in cities
D) overpasses in suburban areas
E) billboards marring beautiful scenery
A quantity discount is a price reduction for buyers who ________.
A) buy merchandise out of season
B) buy merchandise in bulk
C) pay their bills on time
D) buy discontinued products
E) return old items while buying new ones
Which of the following is NOT an example of product-oriented mission statements?
A) “We are an online library.”
B) “We run theme parks.”
C) “We sell athletic shoes.”
D) “We sell memorable experiences.”
E) “We rent hotel rooms.”
More and more, companies are shifting their brand management focus from brand
profitability toward ________.
A) technology management
B) product management
C) customer management
D) functional management
E) geographic management
GigaTalk, a U.S. based computer manufacturing company, found that Japanese
commuters had difficulty using standard laptops on crowded rush-hour trains because
while standing, commuters cannot use their laptops. So GigaTalk created a standing
computer. This computer includes a touch screen and small keyboard that can be used
while standing or on the move. This is an example of ________.
A) straight product extension
B) standardized global marketing
C) product adaptation
D) dual adaptation
E) communication adaptation
Which of the following refers to the process of dividing a market into distinct groups of
buyers with different needs, characteristics, or behaviors?
A) market diversification
B) market segmentation
C) downsizing
D) customer relationship management
E) prospecting
Kinger Burgers came out with a new hamburger and, before including it into its main
menu, released it in two different cities with two different prices. The marketers at
Kinger Burgers then analyzed the different levels of purchase made at these two
different places, planning to use the information to help them set a nationwide price for
the new offering. This is an example of ________.
A) ethnographic research
B) descriptive research
C) DIY research
D) experimental research
E) survey research
A ________ generally contains between 5 and 15 stores. It is close and convenient for
consumers, usually contains a supermarket, perhaps a discount store, and several
service stores such as a dry cleaner, a drugstore, and a hardware store.
A) regional shopping center
B) community shopping center
C) neighborhood shopping center
D) warehouse club
E) factory outlet
The set of marketing tools a firm uses to implement its marketing strategy is called the
________.
A) promotion mix
B) product mix
C) marketing mix
D) market offering
E) marketing effort
A room upgrade offered by a hotel to a guest who often stays in the hotel is an example
of ________.
A) a frequency marketing program
B) a basic relationship
C) a club marketing program
D) partner relationship management
E) sustainable marketing
A ________ is a layer of intermediaries that performs some work in bringing the
product and its ownership closer to the final buyer.
A) product platform
B) channel level
C) resource bank
D) contact center
E) customer franchise
________ refers to a business buying situation in which the buyer purchases a product
or service for the first time.
A) Modified rebuy
B) Straight rebuy
C) New task
D) Reverse auction
E) Derived demand
Which of the following companies has a market-oriented business definition?
A) An electronics company, whose business definition is: “We produce microchips.”
B) A hotel, whose business definition is: “We rent rooms.”
C) An apparel company, whose business definition is: “We make and sell women’s
clothing.”
D) A cosmetic company, whose business definition is: “We sell hope and self-esteem.”
E) A pizzeria, whose business definition is: “We sell the world’s most delicious
thin-crust pizzas.”
LandPort Transportation and Omega Warehousing help companies move and stock
goods from their manufacturing plants to their destinations. These two businesses are
examples of ________.
A) resellers
B) marketing services agencies
C) financial intermediaries
D) physical distribution firms
E) wholesalers
Which of the following product mix pricing strategies involves pricing products that
can only be used with the main product?
A) by-product pricing
B) product bundle pricing
C) captive product pricing
D) product line pricing
E) optional product pricing